Beers marketed as Spanish, Italian or Mexican, including Madrí Excepcional and Cruzcampo, are actually brewed in Britain, according to a new list compiled by market researcher Mark Porter.
Pints posing as overseas tipples
Porter's website, the Pretend Pint, lists 38 beers that are produced in the UK despite being marketed with foreign origins. The list includes Madrí Excepcional, Cruzcampo, Birra Moretti, Sol, Bud Light and Budweiser.
Porter told the Daily Star: “There's essentially two types of beer: Cruzcampo is a real Spanish brand whose British version is brewed at Heineken's Manchester brewery, 4.4% here against 4.8% in Spain.”
He added: “Madrí Excepcional is the other kind: created in 2020 for the British market, brewed in Tadcaster and Burton, with no Spanish original to compare it against. A bit like Fosters, which poses as Australian as we all know.”
Brewing under licence is legal
Porter said: “Brewing under licence is legal and has been normal since the 1970s. The site never uses the word fake, which I've been careful of. The argument is about disclosure, not legality.”
He noted that six UK towns “do most of the brewing” – Magor, Northampton, Samlesbury, Manchester, Tadcaster and Burton-upon-Trent.
Calls for action
Ash Corbett-Collins, chairman of the Campaign For Real Ale, said: “We are delighted that the Daily Star is highlighting the widespread-misleading marketing tactics of global brewers. It's ridiculous they get away with tricking ordinary drinkers like this.”
He added: “The Competition and Markets Authority (CMA) must launch a market investigation to make room for independents and stop more from closing for good. The UK Government must also use their Budget to support independent brewers and pubs with business rates, VAT, draught duty, energy bills and increased Employer National Insurance contributions so they can not only survive but thrive.”
A spokesperson from Heineken UK, which owns Sol, Birra Moretti and Cruzcampo, said: “Cruzcampo, Birra Moretti and Sol are international beer brands with distinct Spanish, Italian and Mexican heritages. We are proud to say these beers are brewed in the UK and we make this clear on our packaging and in our marketing communications.”
They added: “Brewing in the UK enables us to support local manufacturing and skilled brewing jobs, whilst reducing the distance beer needs to travel to reach consumers. It also helps us deliver the quality, freshness and consistency that UK drinkers expect, whilst celebrating the authentic brewing heritage that sits at the heart of each brand.”
